Standard Chartered renews Liverpool FC sponsorship

Ahead of the UEFA Champion’s League final, which sees Liverpool FC face Real Madrid in Kiev this Saturday, we’re delighted to announce that we have renewed our sponsorship of the Liverpool Football Club for another four seasons to May 2023. This partnership began in 2010, making it the second-longest sponsorship deal in Reds history.

The four year partnership is designed to continue building global brand awareness and provide compelling promotional opportunities that will help build Standard Chartered’s business and create commercial opportunities for Liverpool FC.

Since we began working together with the club in 2010, Standard Chartered has reached more than 37million people across LFC platforms highlighting the UN’s Global Goals programme, had more than 4,000 children participate in its soccer clinics, and for our annual ‘Perfect Match’ game – where LFC players swap the Standard Chartered logo on their shirts for the Seeing is Believing logo – fans have helped to raised almost USD 500,000 to tackle avoidable blindness.

The partnership has also reached almost 140,000 Reds supporters with LFC World, presented by Standard Chartered – an interactive fan experience which began in 2016 and brings fans around the world a little closer to Anfield. LFC World has visited seven destinations across the last two seasons, including Hong Kong, Singapore, Kuala Lumpur, Shanghai, Mumbai, Jakarta and, most recently, Dubai.

Standard Chartered has also donated nearly 500 match tickets to the local community through Liverpool FC’s Red Neighbours programme over the last two seasons.

In Uganda we continue to run the Road to Anfield – SC Cup tournament where we take the winning corporate teams to various destinations in the region and to Anfield.

Speaking about the renewed sponsorship Albert Saltson, CEO standard Chartered Bank Uganda said;

“We are very excited about the extension of our partnership with Liverpool. As part of the agreement, the Bank’s name will continue to feature on the Club’s iconic team shirts, on training wear, inside Anfield, at the Academy and Melwood, as well as across all Club media.  Based on the global popularity of Liverpool FC the impact of branding opportunities will deliver a significant uplift in brand awareness across all regions including Asia, Africa and the Middle East.

Aside from branding, Standard Chartered will have unprecedented access to management and players, past and present, as well as a host of unique experiences that will be used to give customers and clients around the world better access to the Club.”

Billy Hogan, Managing Director and Chief Commercial Officer at LFC, said: “As a club we’re very proud to have Standard Chartered renew their relationship for another four years. Our connection runs deep, it means more than just sponsorship, from the outset it has been about working together with the club and our communities and supporters around the world.

“Importantly, it also means we are able to support our ambitions on the pitch and compete with the best in the world. We have enjoyed many highlights of this relationship so far and I look forward to many more.”

Bill Winters, Group chief executive at Standard Chartered, said: “Liverpool FC is one of the world’s best-known football clubs and we are proud to be associated with them. It is a fantastic club that shares many of our values and is hugely popular across our global footprint.

“Our partnership has provided valuable support to the charitable initiatives close to our hearts and has helped us to further engage with our clients and staff as well as with LFC fans. We are excited to be able to continue this partnership, and look forward to building on our successful relationship.”

 

Peter Moore, the Reds’ Chief Executive Officer, added: “It’s great to see what shared values in a partnership like this can really achieve and how our supporters at home and around the world can feel the positive impact of our relationship. I look forward to seeing this long-standing connection with Standard Chartered flourish even further.”